Apple on Thursday named a new chief operating officer, Jeff Williams, a longtime employee who has since 2010 managed the company’s supply chain, service, and support. Williams has effectively been Apple’s COO for some time, but CEO Tim Cook has left the title unclaimed since he vacated it to take the reins from an ailing Steve Jobs in 2011. Williams, who has played an increasingly public role, had been senior vice president of operations, in charge of things like Apple’s supply chain and the Apple Watch. Org-chart-wise, he’s following in Apple CEO Tim Cook’s footsteps, and has been referred to as “Tim Cook’s Tim Cook.” Phil Schiller, Apple’s long-time SVP of product marketing (now “Worldwide Marketing”) is adding the App Store to his responsibilities, which now include “nearly all developer-related functions at Apple.” Apple’s App Store has been a huge success for the company and has revolutionized software distribution, but it has been routinely criticized for bad user experience, and opaque, frustrating relationships with software developers. (The Mac App Store has been recently described as “rotting.”) It was previously under the responsibility of Eddy Cue, who runs iTunes and other software and services groups at Apple. Johny Srouji will join the company’s executive suite as senior VP of hardware technologies; Phil Schiller will expand his role as senior VP of worldwide marketing, and Tor Myhren will come aboard as VP of marketing communications.

He ascended to his previous role in five years ago. “Jeff is hands-down the best operations executive I’ve ever worked with, and Johny’s team delivers world-class silicon designs which enable new innovations in our products year after year,” Cook said in a statement. More than 11 million developers around the world create apps for Apple’s four software platforms — iOS, OS X®, watchOS™ and tvOS™ — as well as compatible hardware and other accessories, and customers have downloaded more than 100 billion apps across those platforms. Myhren joins from Grey Group, where he has served as chief creative officer and president of Grey New York, and succeeds Hiroki Asai, who earlier announced plans to retire after 18 years at Apple.